What impact is Safari ITP having on marketing attribution?
In early 2019, there was alarm about the potential impact of Safari’s Intelligent Tracking Prevention (ITP) on marketing analytics, including Google Analytics.
Costs for ads targeting Safari users have fallen by 60% because of ITP, but are advertisers missing the plot?
In the two years since Apple introduced Intelligent Tracking Prevention (ITP) for its Safari web browser, prices for ads targeting Safari users have plummeted by 60% according to data from ad tech firm Rubicon Project.